Imagination has always been a driving force in the BBI story.
Our rich heritage of iconic, founder-led hair brands dates back 100+ years with Goody founder, Henry Goodman, who sold hair combs out of a pushcart in lower Manhattan during the early 20th century. Flash forward to 1977: An equally industrious Jeff Rosenzweig (founder of JD Beauty Group) broke into the beauty industry by selling hairbrushes and accessories out the back of his van at outdoor markets all over the NY Metro Area. Smart and scrappy, Jeff eventually created the Wet Brush Original Detangler®, which has garnered millions of fans—professional hairstylists and everyday consumers alike—who fall in love after just one stroke.
Since then, founders like Ouidad Wise of Ouidad: The Curl Experts® and Fernando Romero of Bio Ionic pioneered first-to-market ideas that have revolutionized the hair category. From proprietary cutting techniques that “Let Curls Be Curls®”, to innovative heat styling tools that harness natural negative ions to condition strands as you style, big ideas have always been at the core of our company’s DNA.
Most recently Mahisha Dellinger, CURLS Founder and CEO, joined the BBI family. Combining her business background with her passion for natural hair advocacy, Mahisha worked tenaciously to develop a line of effective and eco-conscious products for natural curly hair.
Today, Goody, Wet Brush, Ouidad, Bio Ionic, CURLS, Ace, and Twist together comprise the Beauty by Imagination/ACON Investments LLC portfolio. Our shared mission is to boost inner confidence and joy with imaginative solutions for every hair moment. All of us at BBI are committed to making our brands the most trusted choices for happy, healthy hair—morning to night, home to salon.
Behind the scenes at BBI
From product development brainstorming sessions to salon training, hair expos to campaign photoshoots, everyday life at BBI is anything but typical.
As BBI grows, so do our offices. We have operating facilities in New York City’s NoMad neighborhood (just blocks from Madison Square Park), in the residential town of Commack Long Island, a southern outpost in Perimeter Center, Atlanta—and a location overseas in China.
Our Flagship Salons
Discover the full Ouidad experience. Find your curl type, get a cut constructed exclusively for curly hair, and learn how best to care for your kind of curl at our flagship locations.